Ad men have sworn by it for years but sex doesn't sell - and even puts potential customers off buying a product, according to new research.

And the apparent reason is people pay so much attention to the graphic material their minds are distracted from what is actually being plugged.

Psychiatrists said their findings are ground-breaking and could change the advertising industry's attitude towards using sexy celebrities and models.

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Put off your Diet Coke? Viewers are less likely to remember ads when they are shown around films and TV programmes with explicit sexual or violent content. And the same goes for graphic ads themselves, say scientists who pooled results from studies involving a total of 8,489 participants. Pictured, a Diet Coke hunk

The study found viewers are less likely to remember ads when they are shown around films and TV programmes with explicit sexual or violent content than during more family friendly material.

And the same goes for graphic ads themselves, say scientists who pooled results from studies involving a total of 8,489 participants.

Violence had the greatest influence with brands advertised during this genre remembered less often, evaluated less favourably and less likely to be bought than products plugged alongside other media.

And brands advertised during programmes with sexual overtones were also viewed less favourably. But there was little difference in viewers' brand memory or intention to buy.

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Psychologist Professor Brad Bushman, of Ohio State University in the US, said: 'We found almost no evidence violent and sexual programmes and ads increased advertising effectiveness.

'In general, we found violent and sexual programmes, and ads with violent or sexual content, decreased advertising effectiveness.'

The findings, published in the journal Psychological Bulletin, suggest advertisers hoping to sway consumers might want to rethink running spots within media with violent or sexual themes.

They may do better if the ads themselves have a G-rating which in the US means they are appropriate for a 'general audience', added the researchers.

While violence and sex attract attention, it is at the expense of surrounding content that is neither violent nor sexual. Pictured, Zilda Williams in a raunchy advert

Prof Bushman and lead author Robert Lull, a PhD candidate at Ohio State University, analysed 53 studies carried out in 2014 to measure the influences of violent and sexual content on advertising effectiveness with regards to brand memory, brand attitudes and buying intentions.

The studies focused on a variety of media including movies, television programmes, video games and print. Some looked not only at violent and sexual content in the media themselves, but also the content of the advertisements.

While the researchers found no significant effects of violent or sexual content in advertisements themselves, they did note that in a few studies when media content and ad content were similar, such as a violent ad in violent media or a sexual ad in sexual media, viewers were more likely to remember them and had a stronger intention to buy the product.

But Lull said that as the sexual content of an ad increased from suggestive poses to full frontal nudity viewers' memory, attitudes and buying intentions all decreased.

He said: 'It is not that people are not attracted to sex and violence.

'On the contrary, people have been attracted to sex and violence since evolutionary times, when attending to violent cues prevented our ancestors from being killed by enemies or predators and paying attention to sexual cues attuned our ancestors to potential reproductive opportunities.'

But, while violence and sex attract attention, it is at the expense of surrounding content that is neither violent nor sexual, according to Lull.

SEX AND VIOLENCE: DISTRACTING OR ENGAGING?

Scientists have claimed that sexy and violent content in adverts, as well as adverts that feature in slots during violent or sexual shows, are less effective. Above Zilda William titillates the audience, but do you remember what she is advertising?

Prof Bushman and lead author Robert Lull, a PhD candidate at Ohio State University, analysed 53 studies carried out in 2014 to measure the influences of violent and sexual content on advertising effectiveness with regards to brand memory, brand attitudes and buying intentions.

The studies focused on a variety of media including movies, television programmes, video games and print. Some looked not only at violent and sexual content in the media themselves, but also the content of the advertisements.

While the researchers found no significant effects of violent or sexual content in advertisements themselves, they did note that in a few studies when media content and ad content were similar, such as a violent ad in violent media or a sexual ad in sexual media, viewers were more likely to remember them and had a stronger intention to buy the product.

But Lull said that as the sexual content of an ad increased from suggestive poses to full frontal nudity viewers' memory, attitudes and buying intentions all decreased.

People pay more attention to the violence and the sex surrounding ads, both in programmes and the ads themselves, than to the actual products being advertised. Consequently, memory, attitudes and buying intentions all decrease, he said.